Highrise is a CRM solutions created by Basecamp (formerly 37signals). In January 2009 they conducted several tests with Google Website Optimizer to see the effect of headline changes.
Hypothesis
Changing the headline and subhead on the homepage will lead to more signups
Results
Version B was the winner with a 30% increase in signups.
| Test |
Headline |
Subhead |
Change |
| A |
Start a Highrise Account |
..30-day free trial.. |
– |
| B |
30-day Free Trial on All Accounts |
Sign up takes less.. |
+30% |
| C |
30-day Free Trial on All Accounts |
Pay as you go.. |
+27% |
| D |
Start a Highrise Account Today |
Pay as you go.. |
+15% |
| E |
30-day Free Trial on All Accounts |
Supremely usefull.. |
+7% |
Learnings
This case study again proves the importance of testing your headline and value proposition.
Explanations for the rise include:
- Emphasize on Free – less commitment
- Version B subhead is concise / less distraction – where as the Version E is long
Test details
| Test element |
Call to Action
|
| Page type |
Pricing |
| Test date |
January 2009 |
Website information
| Company |
Highrise |
| Market |
Marketing, Software (SAAS) |
